Buy It!: What’s in It for Your Customers?

Book Description

This Element is an excerpt from So What?:
How to Communicate What Really Matters to Your Audience (ISBN:
9780137158263) by Mark Magnacca. Available in print and
digital formats.

How to uncover and communicate the “So
What?” benefits your customers really care about: the
benefits that drive breakthrough success--in products, services,
and in your own career!

At the 1964 New York World’s Fair,
AT&T first presented its breakthrough in telecommunications:
the PicturePhone. Hailed as a technological marvel, the
PicturePhone ended up being what can only be described as a
failure--but it was not for lack of trying on AT&T’s
part....